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Introduction to Marketing
“Many people believe that marketing is just about
advertising or sales. However, marketing is everything a
company does to acquire customers and maintain a
relationship with them. Even the small tasks like writing
thank-you letters, playing golf with a prospective client,
returning calls promptly and meeting with a past client for
coffee can be thought of as marketing.
The ultimate goal of marketing is to match a company's
products and services to the people who need and want them,
thereby ensuring profitability”.
Investopedia.com
This is obviously written from a business point of view but
if you change “customers” to clients/stakeholders and insert
your charity or group for the word “company” you can
understand it’s just as relevant to the voluntary sector as
the commercial sector.
So if marketing is not just advertising then what is it?
The following pages give
three examples of marketing success
stories.
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